Novartis: Sentinel - The Dirty Truth
Sentinel The Dirty Truth
Sentinelpet.com aims to entertain and educate consumers about fleas with
dynamic content and webisodes featuring Mike Rowe from Dirty Jobs.
Colle+McVoy: SXSW Talks
There's no shortage of opinions about South By Southwest presentations. Especially on the social Web. You can track the good, the bad and the ugly before, during and after. With all of the tweets from last year's SXSW Interactive Festival at our fingertips, Colle+McVoy decided to collect and analyze every single tweet to answer the following question: What makes a presentation stand out at SXSW?
Caribou Coffee: Make The Cup Case Study
Caribou Coffee Make The Cup
Visit the site: www.cariboucoffee.com/makethecup »
Colle+McVoy realized that Caribou’s broadest reaching media vehicle was its cups. Millions of cups each year serve as walking billboards or “owned” media. With the brand relaunch, we created a series of cups featuring handwritten “Bouisms” highlighting things worth staying awake for. Building on that momentum, we created MakeTheCup.com, which allowed consumers to tell us what they stay awake for, and possibly land on the next generation of Caribou cups. The consumer promotion spiked site traffic by 26 percent, and 150 of the best submissions made it to millions of new Caribou cups.
Despite being the second-largest premium coffeehouse in the world, Caribou Coffee is dwarfed by Starbucks when it comes to ad spending. With such a large spending gap, we needed to find a unique promotion to engage customers in our “Life is short. Stay awake for it.” campaign.
Schwinn: Bike It Forward Case Study
Bike It Forward
With spring approaching, we set our sights on National Bike Month in May. After all, if one brand could rightfully own the month, it’s Schwinn. We then created a campaign to celebrate 31 days of bicycling goodness. Bike It Forward let users spread the joy of May Bike Month by choosing a friend on Facebook to win a new Schwinn. To demonstrate the lineup, users could choose from all categories, including Urban, Hybrid, Road, Mountain, Cruiser and Kids. And to reward their kindness, if a friend won, they won a new bike, too. Banners, Facebook ads, a satellite media tour and social media mentions from the likes of Summer Sanders and Pee-wee Herman helped drive traffic to the experience. By the end of May, we had increased web traffic by 40% compared to May of the previous year, our Facebook fanbase grew by more than 3,000% and the campaign generated more than 500 million impressions. A joyous May Bike Month, indeed.
Schwinn: Bell Choir Case Study
Schwinn Schwinn Bell Choir
Visit the site: archive.collemcvoy.com/schwinnbellchoir »
At the core of Schwinn’s DNA is joy, so instead of sending yet another sales message into the seasonal clutter, we created a new twist on an old holiday favorite. We assembled a team of Schwinn-riding carolers who played beloved holiday songs using custom-made, specially tuned Schwinn bike bells. We also built a site where people could exchange e-carols of the Bell Choir performing the songs. To extend the spirit of giving, Schwinn donated bikes and helmets to kids in need for each carol that was shared. The Schwinn Bell Choir has been recognized by the Webby Awards, AIGA and the FWA for its rich Web experience.
At SchwinnBellChoir.com, visitors were not only be able to listen to the Schwinn Bell Choir perform classic carols, they also had the opportunity to spread the joy by sharing e-carols with friends and family. Each song shared helped donate a Schwinn bike to a child in need during the holiday season.
Land O’Lakes: Appealing To The Next Generation of Moms
Land O'Lakes Site Redesign
Visit the site: www.landolakes.com »
A completely redesigned landolakes.com helps consumers interact with the established brand in new ways. Built to appeal to both less-experienced, tech-savvy moms and more-seasoned cooks and bakers, the site features a modernized color palette, engaging photography and better social connectivity. The Test Kitchen section highlights the brand’s expertise with tips, photos and how-to advice. Intuitive searching gets you to great recipes quickly. And recipe pages are designed with the user in mind, featuring enhanced functionality, while themed collections trigger more ideas. With more than 3,000 recipes and 5,000 pages, sharing the simple goodness of everyday food has never been more user friendly.
Colle+McVoy: Super Chatter XLV Case Study
Colle+McVoy Super Chatter
By creating search queries in Collective Intellect and Radian6, we analyzed how people shared their Super Bowl experiences across the social Web via tweets, Facebook updates, blog posts and more. Once our analysis was complete, we designed an infographic to visually display the top ten themes and served it up using the Google Maps API. To bring awareness to Super Chatter™, we relied entirely on the media that covered the Super Bowl to spread itself. One tweet and Facebook post sent thousands of visitors to collemcvoy.com/superchatter, where they spent an average of 23 minutes browsing through the infographics. While the idea of Super Chatter was spreading through social media, our brand sentiment was the most favorable it has ever been, and visits to the Work section at collemcvoy.com increased 40 percent.
We set out to monitor the social Web and uncover how the Super Bowl influences people’s behavior throughout the nation. While numerous agencies focused on assessing the impact of TV commercials, we broadened our analysis to identify the top behavioral themes by dissecting the social media footprint of Super Bowl XLV.
Take Me Fishing: Mobile Case Study
Visit the site: www.takemefishing.org/mobile »
We conducted user studies that revealed the features most desired by consumers, such as where to fish and general how-to information. We then combined with the style and functionality of TakeMeFishing.org to the launch the brand into the mobile space. A first-of-its-kind in the category, it became the go-to resource for planning a day on the water. Initial data shows the mobile site is helping produce double-digit increases in overall site traffic. And shortly after launch, it was celebrated as a must-see mobile experience by Communication Arts and Creativity — and named the FWA’s Mobile Site of the Day.
The Recreational Boating & Fishing Foundation (RBFF) is the nonprofit organization behind TakeMeFishing.org and is dedicated to aquatic conservation and increasing participation in fishing and boating. As the use of smartphones skyrocketed, we wanted to continue to set anglers up for success, regardless of where they accessed the brand. How could we give fishing enthusiasts a wealth of information when they most likely have a fishing rod in one hand?
Mammoth Mountain: Website Redesign
Building off the same striking look and feel seen in print and outdoor, our modular approach to the Web site allowed us to showcase the latest news, events and promotions while serving up that unmistakable California attitude.
Visit the site: www.mammothmountain.com »
Colle+McVoy: Super Bowl XLIV
Brands spend millions of dollars on a Super Bowl spot, but how does this translate into conversation on social networks such as Twitter? We decided to find out. By monitoring and analyzing the volume of Twitter chatter on game day, Squawq™ provided an immediate snapshot of activity surrounding each ad. It ranked the most talked about brands and provided data throughout the game. And it garnered 62 million media impressions for a day’s worth of work.
Visit the site: squawq.com/superbowl »
Colle+McVoy: Squawq Case Study
Collemcvoy - Squawq
Visit the site: squawq.com »
Since it didn’t exist, we created it ourselves. Squawq™ leverages the Twitter API and features an intuitive user interface where brands can analyze tweet volume, popular keywords, hashtags, most-vocal authors and frequently shared links. By logging into Squawq via Twitter, users can access the application using their existing Twitter credentials. Within months of launch, Squawq generated thousands of users, actively monitored 100 tweets per second, and stored more than 75 million tweets to the database. Not to mention it provided a much-needed ear to the ground for our clients.
As Twitter continued its massive growth in late 2009, we wanted to figure out an easy and intuitive way to track what people were saying about our clients’ brands on the microblogging platform. At the time, a one-stop application that let a brand easily monitor tweets about its brand was nonexistent in the marketplace.
Taubman Shopping Centers: Yearbook Yourself iPhone Application
Yearbook Yourself App Screenshots
Super Chatter XLVI
During Super Bowl XLVI, Colle+McVoy’s Super Chatter monitored a sample of more than 640,000 tweets and 830,000 term matches over a five-hour period of time to visually guide people through social media’s side of the Super Bowl story.
Taubman Shopping Centers: Yearbook Yourself Case Study
Yearbook Yourself Case Study
Ever wondered what you might have looked like in a past life? YearbookYourself.com let users upload their photos and see themselves in classic 'dos and vintage outfits from previous decades. With each look, users also learned about today’s hottest fashions and deals from each mall. From Pee-wee Herman and Lance Armstrong to the Jimmy Fallon show and thousands of blogs, the site was quickly embraced by pop culture. More than 15 million images were shared on Facebook, and the site generated a 49 percent click-through rate to mall sites. The Yearbook Yourself iPhone® app took the experience mobile and was featured on the iTunes® Staff Favorites and the Top-Paid Apps list.
Taubman, owner of 20 upscale malls across the United States such as Beverly Center in Los Angeles, wanted to create a fun and engaging experience to break through the morass of traditional back-to-school promotional messaging (“Look cool for school! For less!”). And it needed to convince teens and their parents that Taubman malls not only have the hottest stores and fashions, but great deals, too.
Rhymesayers: Paint It Gold
Rhymesayers - Paint It Gold
Visit the site: archive.collemcvoy.com/paintthatshitgold »
Internationally acclaimed hip-hop act Atmosphere wanted to create an online experience to match their much-anticipated release, When Life Gives You Lemons, You Paint That S*#t Gold. To build the hype (and their sales), we created Paintitgold.com, a site that allows users to tag anything they could find on the web while listening to tracks from the new album. In its first week, the site not only unleashed the talents of thousands of virtual vandals, it helped launch the album to the top of the iTunes hip-hop chart and #5 on the Billboard chart.
Take Me Fishing: Building The Nation’s Number One Online Resource
TakeMeFishing.org Case Study
Visit the site: www.takemefishing.org »
Fishing and boating have always been ways to escape from everyday stress while connecting with friends, family and nature. Research indicated that we needed to make the sport of fishing relevant to today’s consumer who was not motivated by nostalgia or serenity, but rather by active experiences and socialization. That led us to our core insight: Where land ends, life begins. That insight has helped us make TakeMeFishing.org the nation’s primary vehicle for increasing interest and participation in boating and fishing. Along the way, site traffic has quadrupled in under four years. The fully integrated, award-winning Take Me Fishing™ campaign contributed to an increase in overall license sales in 2009, marking the highest increase in fishing license sales since the 1970s. An increase in participation has also helped generate millions of additional dollars for conservation efforts.
The Recreational Boating & Fishing Foundation (RBFF), the nonprofit organization behind TakeMeFishing.org, is dedicated to aquatic conservation and increasing participation in fishing and boating. When we began working with RBFF in 2008, fishing license sales and participation had been on a steady decline. Since license proceeds go back to protecting the nation’s aquatic resources, Colle+McVoy was given the assignment of increasing participation and preserving a classic American pastime for future generations.
Take Me Fishing: Website
Selling a million new fishing licenses in the highly competitive leisure market was the challenge issued to us by the Recreational Boating & Fishing Foundation. A 2,500-page online fishing compendium was the core of our solution. TakeMeFishing.org is the definitive destination for all things fishing. Want to learn to cast? Check out Fishopedia, the A-to-Z guide to catching, cleaning and cooking fish. Want to tell people about your favorite fishing spot? Upload it to Hot Spots, a Google Maps-enabled, first-of-its-kind web application.
Visit the site: www.takemefishing.org »
Jeffery Bennett Joins C+M As Creative Technology Director
MINNEAPOLIS, Oct. 19, 2011 – Colle+McVoy announced today that Jeffery Bennett has joined the agency in the new position of creative technology director. Bennett will manage the agency’s development team, as well as work with clients to ensure that they are best leveraging technology and interactive experiences to drive their business forward.
“Jeff is a great blend of talent, knowledge, experience, passion and personality,” said Mike Caguin, executive creative director, Colle+McVoy. “His involvement has already lifted our interactive product and I cannot wait to see the impact he’ll have on our clients in the future across all digital mediums.”
Colle+McVoy billings have grown annually for the sixth consecutive year. Much of this growth has been fueled by growth in digital, which accounts for more than 40 percent of the agency’s work product. Recognition for the agency’s digital work includes three Webby Awards for the pop culture phenomenon YearbookYourself.com, which generated increased mall visits for client Taubman Centers. The agency’s work has also been recognized by the Cannes Cyber Lions, The One Show Interactive, Adweek Buzz Awards and Communication Arts Interactive Annual.
"I joined Colle+McVoy because I was attracted to the incredible energy and the entrepreneurial passion for experimenting with new technology,” said Bennett. “It is very difficult to manufacture this and enthusiasm begets great work.”
Prior to joining Colle+McVoy, Bennett was technical director and partner at Proto in San Francisco. He previously served as an engineer at the Yahoo! Research Lab in Berkeley, where he had a hand in developing next-generation applications, including the Yahoo! video player. He was also a senior developer at EVB, developing award-winning work for companies large and small. He has played a role in critically acclaimed work, including a Webby for Best Retail (www.IMakeMyCase.com), SXSWi Best Flash site (Leapfrog Fly Pen) and a Cannes Cyber Lion (Doritos Late Night). Bennett has presented at SXSW Interactive multiple times, has written for TechCrunch, has been awarded several technology patents and helped organize the TechCrunch Disrupt SF Hackathon.
C+M Wins Two Acclaimed Internet Honors
MINNEAPOLIS, May 5, 2010 - The Colle+McVoy creation, www.YearbookYourself.com, won two Webby Awards in the Best Use of Social Media category of The 14th Annual Webby Awards. Hailed as the "Internet’s highest honor" by the New York Times, The Webby Awards is the leading international award honoring excellence on the Internet.
"This is a tremendous honor since this category represents the most cutting-edge work in social media, an area that every company is looking to leverage." said Mike Caguin, executive creative director, Colle+McVoy. "This award recognizes the hard work of many people, as well as the forward-thinking vision of our client partner, Taubman Centers."
YearbookYourself.com won both the Webby Award given by The International Academy of Digital Arts and Sciences (IADAS) and the People’s Voice Webby Award in the Best Use of Social Media category. The previous iteration of the site won the People’s Voice Webby Award last year in the Viral Marketing category. With nearly 10,000 entries from all 50 U.S. states and more than 60 countries worldwide, the 14th Annual Webby Awards is the biggest in its history and continues to be the leading international award honoring excellence on the Internet. YearbookYourself.com was one of only five finalists in its category and was voted the people’s favorite after more than 700,000 votes were cast online. The cross-section of winners hailing from 14 countries will be honored at an event hosted by B.J. Novak of NBC’s The Office. in New York City on June 14. A full list of winners can be found at www.webbyawards.com.
"The Webby Awards honor the very best of the Internet," said David-Michel Davies, executive director of The Webby Awards. "YearbookYourself.com’s achievement is a testament to the skill, ingenuity and vision of its creators."
The unparalleled Webby win is the latest award for Colle+McVoy, which was also recently honored with four awards in The One Show and won the 2010 Adweek Buzz Award for YearbookYourself.com in the online category.
Over the last two years, YearbookYourself.com became an instant hit and a pop culture phenomenon for client Taubman Centers. The site was featured on more than 45,000 Web sites, blogs and media, including USA Today, Tech Crunch, ESPN, VH1’s Best Week Ever, The Early Show on CBS and Late Night with Jimmy Fallon. Numerous high-profile personalities embraced it, including Lance Armstrong, Pee-wee Herman and Evan Williams, co-founder of Twitter, who changed his profile picture to a Yearbook Yourself photo. The fun was wildly infectious and there were more than 28 million total visits to the site in the last two years. Once "yearbooked," the site easily allowed people to send their pictures to friends and post them to blogs and social networking sites (this year alone, more than 16 million Yearbook Yourself photos were shared via email or posted to Facebook). And the Yearbook Yourself Facebook fan page garnered more than 70,000 fans.